I remember when I first realized what the word marketing meant. Long before a successful promotional business, before any knowledge of sponsor negotiations, press events or title sponsors; before any combination of business and fishing, I was a consumer. With a dead trolling motor.

Traveling to what seemed like the end-of-the-world at the time, I found myself in LaCrosse, Wis., unable to hold my boat against the steady current. Practicing for a tournament surely outside of my comfort zone, I vowed to get things right that evening.

As I approached the battery display at the local super-center, I quickly scanned the available models. What size did I need? What is a group number, and what the heck are CCA’s? At the time I was a little green, to say the least.

In any case, finding a manufacturer I was comfortable with took just one look, as the store offered EverStarts. Truthfully, I had never heard of EverStart batteries prior to that year, when the company began sponsorship of the triple-A bass tours that attracted my attention. I just figured that if they supported bass fishing, they were good enough for me.

A lot has changed since those days. We’ve seen companies enter and leave the bass arena, some stay for the long haul and a few even enter, leave, and come back.

I found it especially intriguing to learn of the Toyota Owners event held recently on Kentucky Lake. While I, as many others, originally scoffed at a foreign-brand truck company jumping into our “Made in America” past-time, I scoff no more.

Toyota now has a long history in professional fishing. They’ve produced one of the most visible pro-staffs in the sport, which includes mega-star Kevin VanDam and fan favorites Mike Iaconelli and Gerald Swindle among the roster. Toyota’s front and center in the TTBC – now one of the sport’s most popular events and one that I feel will someday compete with both the Classic and Forrest Wood Cup for the top spot. And now Toyota’s giving loads of money away to its ever-expanding consumer base.

To back up a bit, let’s look at contingency awards, owners’ events and the like to dive in a little deeper. Just how effective are they?

Without question, Ranger Boats stands at the top of the mountain when it comes to contingency award programs. Through the inception of the FLW tournament trail, one originally constructed for both competitors and sponsors alike, the Ranger Cup program came to fruition as an attempt to convince competitors to purchase Rangers. Though I’ve never received a straight answer as to whose idea this was, and whether you’re a supporter of the brand or not, one has to admit that the Ranger Cup will go down in bass fishing marketing as pure brilliance.

I, like everyone else, thought no one could possibly justify the purchase of a big-ticket item based on the remote chance of winning a bass tournament. But, combined with a very focused sales campaign in my area, as well as literally millions of dollars in prizes distributed through the Ranger Cup program, I witnessed Ranger overtake all other brands almost immediately. Tournament fishermen were on board.

Since that time, we’ve seen all of the major motor companies offer a contingency program of some sort from time to time, along with sunglass companies, shallow-water anchors, major retailers; even insurance and towing companies are now in. And why not? That last one - the BoatUS program - is exploding in our market.

Research indicates that bass fishermen are extremely loyal customers and that contingency awards are extremely effective marketing campaigns. In fact, FLW’s VP of Operations, Dave Washburn, confirms that research has shown over 85 percent of FLW consumers purchasing products from brands offering contingency awards.

Which brings us to the recent expansion of Toyota’s participation.

I quickly scanned the results of their previously mentioned no-entry-fee owner’s event held on Kentucky Lake last week. Not surprisingly, LBL stud Sam Lashlee won the event, and he and his partner pocketed $5,000 for going fishing on their home lake that day. That would be nice ...

These owner’s events stand again as great marketing campaigns; one we’ve seen within the boating community before, but without so much publicity and outpouring of support. Perhaps it’s because most guys still buy their trucks for retail, versus the often clouded dealer or “pro-staff” loyalty that associates bass boat brands. Perhaps the consumer base is still relatively unobscured.

In any case, for Toyota to throw together such an event is brilliant. It confirms support from the brand among competitive bass fishermen, whose numbers surpass a million, and the whole thing probably cost Toyota marketing execs less than they spend on cold-cut platters at the Daytona 500.

I investigated Toyota’s competitive fishing involvement a little further and was surprised to see the extent of the performance payouts. Sure, I was aware of its incentive program for B.A.S.S. events, but did you know the program goes across the board to FLW, BFL, B.A.S.S. Nation, TBF and many team trails? I didn’t.

And last I checked, FLW was a Chevrolet-sponsored trail. Yet Toyota, well aware that its brand will never gain any recognition or exposure through the FLW channel, still supports its customers/traveling anglers by recognizing their performance there.

For over a decade I’ve driven a Chevy Suburban. My only consideration when picking a new vehicle every few years has been the color. I simply love my truck.

But as I scanned the Toyota program over my morning coffee, I found myself considering a few alternatives. Toyota seems pretty serious; they’ve been at this now for some time now and they’re really grabbing some high-profile guys. The owner's event seems like a can’t-miss.

Hmm. Maybe I should go check how many miles I’ve got on my truck.

(Joe Balog is the often outspoken owner of Millennium Promotions, Inc., an agency operating in the fishing and hunting industries. A former Bassmaster Open and EverStart Championship winner, he's best known for his big-water innovations and hardcore fishing style. He's a popular seminar speaker, product designer and author, and is considered one of the most influential smallmouth fishermen of modern times.)